Kraft Heinz looks to revamp Oscar Mayer brand, cut 20% of products, as it rethinks business

"We need to make sure that going forward, we have the right balance of innovation and renovation," Kraft Heinz's head of U.S. business Carlos Abrams-Rivera said in an interview.presented its long-term turnaround plan to investors

. As its blueprint is implemented, the company is projecting long-term organic sales growth of 1% to 2% and adjusted earnings per share growth of 4% to 6%. In the past, according to Abrams-Rivera, Kraft Heinz would create small brands in response to new consumer trends. But its new strategy will focus on applying those insights to existing products, like making its signature mac and cheese without any gluten rather than kickstarting a new brand. New products and brands will be fewer but much larger than previously.

"When you stand back, what you're going to find is, we're going to be more focused around 60% of growth coming from innovation and 40% on renovation," Abrams-Rivera said. Oscar Mayer is among the brands that will be receiving a facelift after the company wrote down its value in the fourth quarter of 2018 and again in its most recent quarter. The hot dog brand's planned renovation includes new packaging, simpler ingredient lists and marketing that focuses on its status as an iconic American brand.

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Kraft Heinz to sell part of cheese business to Lactalis in $3.2 billion dealKraft Heinz on Tuesday said it is selling part of its cheese business to Lactalis in a $3.2 billion deal. FIRE JIM CRAMER
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Kraft Heinz to Sell Part of Cheese Business for $3.2 billionThe struggling U.S. food company agreed to sell a big chunk of its cheese business to France’s Groupe Lactalis as it seeks to jump-start growth in its other businesses. Desperate. I hope Lactalis changes it's name. It just sounds gross.
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